• by Karlene Lukovitz  @KLmarketdaily, June 25, 2010

Many marketers lack the capabilities or budgets to track performance of events and sponsorship activities adequately, according to a new survey conducted by the Association of National Advertisers and sponsorship research/consultancy/training services supplier IEG.

Fully 65% of client-side marketers surveyed are not taking all of the steps needed to measure results adequately. Specifically, only 35% "always or almost always" measure returns on these activities -- although nearly half of companies with annual revenues of $5 billion or more do so, compared to just 25% of those with revenues under $5 billion.